I’m Considering LinkedIn Ads—What Do I Need To Know?

LinkedIn is a highly valuable marketing tool. If you want to make the most out of this social networking platform, you should consider investing in LinkedIn Ads.

Many marketers are already using pay-per-click (PPC) techniques to boost their presence on Facebook, Twitter, and Google—but you can also add LinkedIn to that list. Here we will talk about what you need to know about LinkedIn’s powerful ads platform and why you should use it.

What You Need to Know about LinkedIn Ads​

The first thing you need to know about LinkedIn Ads is that they are generally more expensive than Facebook ads or a Google Ads campaign. However, it is the best way to gain leads for B2B companies. The quality of leads that you can get through a LinkedIn campaign is far better than the leads you can get from Facebook, Twitter, and Google.

This is because LinkedIn’s audience is made up of business professionals looking for connections. Because Facebook and Twitter have more of a consumer audience rather than a business audience, LinkedIn is the best way to go.

LinkedIn Sponsored Content in particular is the best option for those who want to build qualified leads. Sponsored content looks like a regular LinkedIn post with an image, accompanying text, and link. It appears within the LinkedIn homepage feed of members who fit your targeting criteria. For the audience, LinkedIn Sponsored Content feels less invasive and less annoying.

Because LinkedIn ads are formatted as posts, it gives you more control over the content of your ad. It helps you direct the viewer to your company page. As a result, viewers aren’t turned off right away.

With LinkedIn Ads, you can select exactly who sees your sponsored post by location, company size, title, industry, and other qualifiers. This helps you get in front of your ideal targets.

LinkedIn Ads also let you edit your Sponsored Content easily. This means if you track your ads and notice that one of the pieces isn’t doing as well as the others, you can quickly stop that post and create another with a different image or text. LinkedIn Ads offer flexibility by giving you access to real-time adjustments.

Overall, LinkedIn Ads are definitely worth investing on because of the platform’s audience, the flexibility of sponsored content, and the ability to select the right target audience.

How to Get Started with LinkedIn Ads​

To start your first LinkedIn advertising campaign, sign in to Campaign Manager or create an account. From there, you can click Create Campaign. When adding a name, LinkedIn suggests including these details: business line/product, campaign type, and geo/region.

Next, choose your ad objective and set up your audience targeting parameters. For new campaigns, LinkedIn recommends starting with an audience size of over 50,000 members. You can also add locations you would like to include or exclude.

After setting your target audience, you can select the ad format you would like to use. Most formats require you to enter your Company or Showcase Page before proceeding.

Then, set your budget and campaign schedule. You can choose to set a total budget, or both a daily budget and total budget. As for the bid type, you can select between cost-per-clicks and cost-per-impressions, depending on your goals. For those who are creating a Sponsored InMail campaign, you will choose cost-per-send.

An interesting tip: LinkedIn reports a 33 percent higher return on investment when advertisers place bids within the suggested range.

Once you have set up your campaign, you can start creating your ad. LinkedIn lets you preview your ad as you make it. You can even send yourself a test message when setting up Sponsored InMail. Once everything is ready, you can review and launch your campaign.

LinkedIn will review your ads before they go live, to make sure they meet the platform’s standards. This review stage usually takes around 24 hours, but it may take longer. You can check the status column in Campaign Manager to see if your ads have been approved.

Once your ads are live, you can track your campaign using Campaign Manager’s Performance Chart. Use it to track its metrics and make informed adjustments.

How to Target Based on Industry​

One of the most important things you need to define while setting up your LinkedIn Ads campaign is your target audience. You need to designate your ad audience so that your message will reach the right people. Not only does LinkedIn let you target people based on industry, but also their company, demographics, education, job experience, and interests.

Use “or” to broaden your audience and use “and” to narrow your audience. For example, your audience could include photographers or graphic designers, rather than targeting someone who is both a photographer and graphic designer.

If you enable Audience Expansion, LinkedIn will also show your ads to audiences with similar attributes to the ones you set.

Make sure to hit Save as a template so that you can target the same audience if you ever need to set it up again. Targeting who sees your ad can help you fulfill your campaign objectives. The more specific and relevant it is to your audience, the better it will perform.

Can You Advertise Videos?​

Part of creating your LinkedIn ad campaign is deciding on its format. Sponsored Content may come in the form of single image ads, video ads, and carousel ads. Carousel ads feature two or more images. Sponsored Content has the highest average cost-per-click as they are also one of the most effective types of LinkedIn ads.

Other options for LinkedIn Ads include Message Ads, Dynamic Ads, and Text Ads. Message ads are delivered straight to the target audience’s LinkedIn inbox. With this type of LinkedIn ad, you can send content directly to your audience from a personal account.

Dynamic ads are personalized ads that change content based on which audience member is viewing them. It uses member personal data to tailor its creative content. Dynamic ads are available in three formats: follower ads, spotlight ads, and job abs. Follower ads promote your LinkedIn Company Page; Spotlight ads highlight a special offering; and job ads promote open jobs.

With Dynamic ads, each LinkedIn member sees his or her own personal data; but data isn’t shared with other members.

Finally, Text ads show up on the right column or top of the LinkedIn homepage. They are the simplest type of LinkedIn ad, but are still effective for boosting awareness and reaching your audience.

With the right type of LinkedIn ad, you can boost your sales, reach the right people, and spread awareness about your brand. Invest on LinkedIn Ads today.

To take your LinkedIn outreach to the next level, use Kennected. Kennected is a LinkedIn automation tool that brings you a steady stream of connections, sales, and appointments. It can help you get in front of your ideal targets by using LinkedIn’s data-rich filters. Kennected brings you the most qualified leads and helps you reach out to them using personalized automated messages. Book a demo with Kennected today and learn more!

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